HCP Associates Leads Comprehensive Rebrand and Market Repositioning for Bartow-Based Luxury Builder JMI
BARTOW, Fla. (January 13, 2026) — HCP Associates has completed a comprehensive rebrand and market repositioning for Bartow-based JMI Flooring & Construction, redefining the company’s identity to reflect its evolution into a design-driven luxury builder serving both elite residential and sophisticated commercial markets.
Founded in 1998 by college classmates Josh Doddy and Jason McMahan, JMI began as a flooring company rooted in craftsmanship and quickly grew into one of Central Florida’s most respected construction and remodeling firms. Today, the company is known for its artistry, precision, and deep client loyalty, delivering everything from custom luxury homes and six-figure kitchen renovations to specialty builds such as safe rooms and complex healthcare environments designed to feel more like five-star hospitality than institutional spaces.
As JMI’s scope and clientele expanded, company leadership recognized the need for a brand platform that could clearly capture the firm’s breadth of capabilities without unnecessary complexity, while speaking directly to the aspirations, expectations, and decision-making dynamics of the luxury market.
To achieve this, HCP Associates conducted an extensive identity exploration process, developing dozens of logo concepts to test tone, symbolism, and emotional resonance against the dreams and desires of JMI’s target audience. Particular emphasis was placed on female decision-makers, who play a central role in luxury home design, renovation, and lifestyle-driven purchasing decisions. The resulting identity balances confidence with warmth, delivering sophistication without intimidation.
Rather than defaulting to cold or overly industrial luxury cues, the final visual system introduces a refined metallic aesthetic anchored in a warm rose-gold hue. Subtle metallic and foil-inspired elements were intentionally selected to feel elevated and
indulgent while remaining inviting, softening the brand’s position while reinforcing trust, craftsmanship, and approachability.
“Luxury isn’t about being loud; it’s about being intentional,” said Eric Polins, Managing Partner at HCP Associates. “We explored extensively to get as close as possible to what the audience truly aspires to. The warmth, restraint, and clarity of the final system, especially the rose-gold metallic elements, create a genuine emotional connection, particularly with female buyers who value both beauty and confidence in the people they trust.”
Rather than relying on a traditional tagline, HCP Associates developed Create. Build. Renovate.™ as a set of action-based brand pillars, strategic cannons that articulate how JMI operates. These verbs resonate equally with discerning homeowners pursuing bespoke custom builds and high-end renovations, as well as healthcare and institutional clients seeking human-centered environments that feel welcoming, refined, and hospitality-inspired.
The rebrand extended far beyond identity design. HCP executed a full-scale brand ecosystem that included a new corporate identity system, vehicle wraps, extensive photography and video shoots, virtual tours, print collateral, team apparel, and social media channel development. The agency also collaborated closely with JMI on environmental branding, assisting with custom signage and exterior aesthetic design for the company’s large downtown Bartow Design Center, now widely regarded as a design jewel within the community.
The exterior installation translates the brand into physical space through custom art elements, sculptural metalwork, polished silver and copper logo features, and dramatic backlit architectural shutters inspired by Jackson Pollock–style abstraction. Designed to interact with natural light, the installation casts ever-changing sidewalk shadows as the sun moves throughout the day, turning the building itself into a living, evolving expression of the brand.
“At one point, the CEO of a large commercial client happened to be driving behind one of our newly wrapped vehicles,” said Josh Doddy, Principal of JMI. “She recognized the brand immediately, called me on the spot, and told me how much she loved the new look and feel. Hearing feedback like that, unsolicited and in real time, from someone we respect and work with was incredibly validating. It confirmed that the brand truly reflects who we are and how our clients experience us.”
Anchored by a renewed vision to be Florida’s most trusted name in luxury construction, and a mission to craft personalized, high-end environments through thoughtful design, flawless execution, and a seamless client experience from concept to completion, JMI enters its next chapter with a brand built to match the caliber of its work.
With the rollout of its new identity across digital, physical, and experiential touchpoints, JMI is now positioned as a premier luxury construction and renovation partner, one capable of delivering extraordinary residential environments alongside demanding, people-centric commercial spaces.
About HCP Associates
With over 40 years of experience, HCP Associates is a research-driven branding and communications firm specializing in strategic positioning, identity systems, digital execution, and cinematic storytelling. HCP partners with organizations to build brands that are clear, credible, and designed for long-term relevance, compelling, results-driven content for clients across a dozen industries worldwide. For more information, visit www.hcpassociates.com.